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Inbound marketing is the one that refers to internal marketing or what is known as attraction marketing, which includes different techniques or strategies that are intended to reach a buyer persona without implementing any invasive mechanism. For this, it is necessary to generate valuable and relevant content for the consumer through channels such as Social Networks, blogs, web pages, among others. Before talking about some examples of inbound marketing to inspire you with your brand, we must be clear about how to design an inbound marketing strategy and how to implement an inbound marketing plan correctly.
Design an Inbound Marketing Strategy
To implement an Inbound Marketing plan, it is necessary to comply with a series of steps that allow us to establish objectives and meet them within a certain period of time. To do this, the following steps must be carried out:
Define Smart Goals
It is about defining what you want to achieve. What kind of people do you want to reach and the means through which the activity will be carried out. In addition, we can determine some important factors such as an ideal visit, the user and the funnel or conversion funnel, in order to ensure that they can later become a potential customer.
Build a buyer persona
To correctly guide our inbound marketing strategy, it is necessary to build a good buyer person. It is one of the most important steps, because it is here when we think about what our ideal client would be like. This in turn will allow us to collect information from it that will later be analyzed to group different types of buyer persona. This information is shared with all members of the company so that everyone handles the same data and can work towards the same goals.
Graph the Customer Journey Map
It is about developing a Customer Life Cycle Map. At this point in our inbound marketing plan, step by step, what are the expected actions of the buyer persona, including aspects related to the company and the experience, is plotted. Creating the Customer Journey Map is essential to understand the customer, their perspective of the experience and their evaluations. Graphing the customer journey map aims to improve their personal experience so that it is positive and loyalty to the brand is generated.
Qualified traffic are those users who have characteristics related to the potential customer and who are a good target for the marketing strategies that are going to be used. For this, it is important to have a web page with the desirable characteristics to get customer attention.
It is therefore necessary to create landing pages or landing page optimized according to the theme of the same, so that users interested in the theme can access the page with a single click from other related websites.
To correctly attract traffic to our website or landing page, we can implement SEO positioning strategies, although the results will be long-term. To ensure rapid traffic attraction, we can resort to SEM or paid advertising, with which we will obtain immediate results.
Convert users into potential customers.
When we locate qualified traffic, we must convert this audience into potential customers. At this stage, the main objective is to finalize the sale. To do this, we will use various marketing strategies such as calls to action or email marketing, among others.
Another widely used option that can help us in the conversion is to offer testimonials or evaluations of the product to the viewer. In this way we ensure that the potential buyer has some certainty that their experience will be as good as that of other users.
Study, measure and analyze the results
The inbound marketing campaign would not be complete if the results obtained are not studied, measured and analyzed. Well, in this way it is possible to determine which of the measures taken in the campaign have shown to offer good results and which have not, analyzing the viability of the plan and its effectiveness.
Within the data to be analyzed we can find the global volume of visits, the bounce rate, the quality of the content or the average time of the visit, among others.
Establish loyalty strategies.
It is important to keep in mind that reaching just one sale is not enough. This process is really satisfying when a lasting relationship between the client and the brand is established. In this way, it is guaranteed that the customer will return for other products in the future and, above all, that he will prefer our brand over any other of the competition, this being one of the fundamental objectives of inbound marketing.
Inbound Marketing Examples
As we can see, although inbound marketing is a strategy to increase sales, it can also be categorized as a methodology to obtain information and achieve the objective of customer loyalty. We offer more than products. We offer pleasant experiences throughout the entire sales journey so that the buyer returns, recommends us to their friends and becomes loyal to the brand.
However, to understand this reference a little better, let's analyze some of the best examples of inbound marketing so you can get ideas for your brand:
We all know the renowned Starbucks coffee franchise brand. This is characterized not only by the quality of its products and the aroma of coffee, but also by the marketing strategy used by the Starbucks brand.
If we look at their social networks and the type of advertising they broadcast, we can see that, instead of just selling good coffee, they focus on selling sensations and experiences.
An example of inbound marketing that we can observe in Starbucks is that their names are included in the cups of the clients to give the sensation of offering a more personalized attention, making the experience of each one of them when having a coffee completely different.
There are many ways to reach potential customers and gain their loyalty. As we have mentioned before, each brand can select the methodology that it considers most appropriate for its audience.
For this reason, it is worth highlighting the example of Spotify's inbound marketing, which has managed to set the standard in what is known as e-mail marketing, since it personalizes its emails, sending each of its users to be aware of the information and content that may be of interest to you.
One of the examples of Spotify inbound marketing that you surely know is “your year wrapped”, where Spotify sends an email with our musical tastes in the last year at the end of December. The most listened to songs, the artists that we like the most, the genres with which we identify the most or the hours of music that we listen to the most in the year are some of the examples of the data that they offer. This content is in most cases shared on social networks by users, who are proud of their musical tastes and want to share them with their acquaintances and friends.
The latest example of inbound marketing is the BBVA company. BBVA has been an exemplary company when it comes to generating inbound marketing strategies through its blog, where it shows its products and services to users with relevant and valuable content that is important to them. This is done in order to make your experience much closer and more friendly. Obviously, this improves your organic ranking and generates page traffic by ranking for numerous banking-related keywords. Finally, it generates loyalty and brand recall, as it is present in most of the searches that we carry out on certain topics.